Virtual Advertsing a Big Score for CBS' 'The NFL Today' Pre-Game Show

LAWRENCEVILLE, N.J., Oct. 3 /PRNewswire/ -- Princeton Video Image, Inc. (Nasdaq: PVII), the global leader in virtual technology and imaging solutions for television, today announced that CBS (NYSE: CBS) has continued to show outstanding commitment to virtual technology by entering into an agreement with PVI to provide virtual signage during the one hour CBS "The NFL Today" Pre-Game Show for the 2000-2001 football season. For the first time ever in a studio sports program, PVI will insert sponsored logos and various program graphics into the pre-game broadcast.

"We are very excited that our technology will be seen on CBS' 'The NFL Today,' and their commitment to use virtual technology on such a high-profile show is demonstration that our solution is ready for mainstream broadcasting," said Dennis Wilkinson, president and CEO of PVI. "With virtual advertising, sponsors have a true, in-program alternative to traditional forms of advertising, delivering logo placement while viewers are actually watching the broadcast."

Much like the existing work on CBS News' "The Early Show," PVI will insert virtual advertisements into various shots of the pre-game show's new indoor/outdoor studio at 5th Avenue and on different landscapes in New York City. PVI's unique, L-VIS(TM) (Live Video Insertion System) technology can insert signage where it does not exist, and make it appear as if it were real. This signage can be animated, adding another dimension to exciting advertising. PVI continues to provide CBS with the Virtual First Down Line for all the NFL games this season, including Super Bowl XXXVI in January.

"The PVI technology has been a great asset and addition to 'The NFL Today,'" said Eric Mann, Producer, CBS Sports. "PVI has allowed us create exciting and unique images around the city adding a new element to our show."